What Does A Great Cup Of Coffee Taste Like?

[@EmileModesitt]

Production level: legendary. Coffee information level: can’t feel my feet. James Hoffman: priceless

[@3Gee]

Hotel: Trivago

[@Alanvazquezzzz]

Audio: really bad

[@MegaChickenPunch]

@@Alanvazquezzzz huh?

[@davidd.6448]

Perfetto

[@advanceringnewholder]

Can't wait for Hames Joffman breakdown

[@imjust2white]

This isn't a video about coffee. This is a manifesto on how to appreciate things.

[@tombancroft5089]

like this comment - very perceptive

[@luciferdern]

I feel with 'interpretative dance about mouth feel' James Hoffmann has reached peak James Hoffmann.

[@jamesmatthews291]

Shortly to be followed by 'Mouth Dance About Interpretive Feel' by Hames Joffmann.

[@nick_cnc]

there's a famous quote - "writing about music is like dancing about architecture." I think James took this quote literally.

[@kantarjiev]

I'm really looking forward to Hames' take on this.

[@weswheel4834]

That was fantastic. They were just standing there quietly. I was wondering if they were about to be involved in a taste test or something and then that happened. It was like Christmas.

[@scottmccaig6185]

he had me until the dance

[@mokazakatoka]

I appreciate how Steve Buscemi never gets stuck im the same roles, and always bring those credible nuances that make the character not only special, but memorable

[@rkujay]

And a fair accent, as well.

[@ann5028]

Woww it’s so on the nose

[@garrettzanin940]

underrated comment

[@veniqe]

Only 278 likes? Your comment is way underrated 😂

[@SwervingLemon]

Can we all just take moment to appreciate that he just pulled off a Tom Scott take but to the eleventh power? One continuous shot, with choreography and set changes happening continuously off camera. Cheers to the sound engineer who managed to capture only the desired audio. Cheers to the stage crew who so silently and cleanly dressed the set pieces. I really hope there's a behind the scenes of this so everyone can see the hard work and cleverness that went into this magnificence. Honestly, James, Good Show!

[@ortor]

I think I saw at least one well-hidden cut, but still, awesome

[@vigilantcosmicpenguin8721]

ONE TAKE! Then again, Tom Scott made "If educational videos were filmed like music videos." And I feel like this is that, for real.

[@dvxc]

I believe there are multiple hidden cuts throughout the piece, but the most important takeaway for us, the audience, is that the experience was seamless and so it was brilliant either way

[@astrokiddedits]

I only spot one potential hidden cut at 2:34, a kind of morph cut when the legs go past the scales. You can see the oranges briefly skew in shape. Still, amazing video!

[@UhloMuhlo]

@@astrokiddedits Definitely one at 6:00

[@phlebas-uq6fv]

The first thing they told James Hoffmann was never go full Hoffmann but he did it anyway

[@serenastillserena8681]

Mic drop!

[@UsatiyNyan]

I’d say he went full Joffmann

[@stevePDx]

Kirk Lazarus is disappointed. _"You went full Hoffman mam. Never go full Hoffman"_

[@absolutjackal]

This feels like the Hoffman version of the format

[@jonmeyrick]

@@UsatiyNyan Wrong; full JHoff.

[@theslowmoguys]

Compared to this video I’ve never remembered to take the lens cap off or strung a full sentence together.

[@MatSmithLondon]

Errrrr... codswallop! But yeh this was beautifully done.

[@bmbaum]

Some definite opportunities for the Bolt in some of those camera moves

[@mattsword41]

what a compliment! Love both your channels

[@jmurray886]

It seems jarring that a channel about slow motion and needing a steady hand would be watching a video about coffee...

[@_bmble_]

“Your preference is immune from criticism” will help me with other things than just finding great coffee

[@spex7503]

To me the most impressive thing about this video isn't the obvious quality in every aspect of its production. It's the fact that it was even made. James could have easily put out another (probably excellent) review or how-to video and gotten a ton of (well deserved) views. This video was an act of love - for coffee, for his art, for his audience.

[@Lucassymons]

I like think this is also a laughing moment for him. I think he occasionally likes to do the ridiculous just for the fun of it.

[@catreader9733]

I wanted to write something laudatory and expressive; this comment said what I would like to have written, but perfectly.

[@jvbo]

Instead of doing something good, can I make something excellent? Can I do something that will be seen and remembered for years to come?

[@SimonSteinkamp]

couldn't agree more. saw the title and was intrigued which way it would go. It went full on love for coffee and video production. What more can you ask for?!

[@shyryTsr2k]

You sound old

[@ttreams]

I was here for the beginning of the Hoffmann Cinematic Universe. Whilst drinking a mediocre cup of coffee. And I can't feel my feet. Cheers

[@DaveOBrien]

They're my feet!

[@DragoNate]

Yeah, well, I can't feel my face when I'm with you so buck up!

[@roywolfe3780]

A lot of people rightly praise the production, the actors, the stage hands, the editing. Rightly. But one thing I'd like to point out how buttery smooth JH's delivery was. Articulate, clean, flowing. Paced to perfection. He does not ever noticeably look for his position. He doesn't halt or hesitate in his monologue but delivers it at the same quality as the cut/edited videos are. Over the years, Mr Hoffman has become a very, very good orator. And that is all keeping in mind that until recently it was not his profession to do so.

[@Arnogorter]

Tom Scott level monologue

[@ahmertension]

yes i kept noticing that, particularly how he never has any umms or ahhs unless they are deliberate. flawless performance

[@roywolfe3780]

Watching the video again I can spot a few places where he adjusted pacing to match the props, and every little glance off camera is to check for the next step. There are some little signs that break the illusion if one were to look for them. But that, to me, never impacted the story telling, so I stand by: Chapeau, JH!

[@CuriouslySkeptical]

Just like a great cup of coffee, James’ production left me wanting more! A perfectly balanced cup of poise, elegance, humour and sophistication. Flawless!

[@pikaskew]

One could say, he achieved that perfect balance in his delivery. Not cloying, bitter, or even sour but just right.

[@mattm1146]

1:29 “to describe any way other than ‘coffee’ would be a bit pretentious….” 5 seconds later: “coffee tastes like music!” 😂 love this guy

[@HarryJ10]

This is truly peak James Hoffman. Covid era Hoffman was vibrant, energising and humorous, but this is Hoffman at his most mature, self-aware and playful best. We are witnessing a master at work.

[@VictorShiryaev]

🎉 Absolutely! Well said.

[@Hyanmensir]

He missed the mark. Too much James Hoffman distracting from the content itself. Now the presentation just tries a bit too hard. Just my 2 cents and still worth a thumbs up.

[@michaelrichardson5489]

To say that this is peak James Hoffman would imply that he won't continue to get better, and I feel confident that he will.

[@TheRacerRich]

Or, just maybe, we are witnessing the descent of a man into madness.

[@nofam]

Calm down Roger Ebert!

[@dirkvader6096]

I guess whoever is in charge of keeping James in check went on vacation together with the financial controller. The production value is insane and the coffee nerdiness is through the roof. Well done!

[@CuriousWallks]

Best video of 2024 to date

[@TensaFlow]

"You take the coffee bean. You grind it, and brew a cup of coffee, and I show you how deep the rabbit hole goes."

[@worf792]

😂😂😂

[@JesseCohen]

Legitimately the very first thought I had after about 5 seconds of viewing. James is, beyond doubt, the coffee lovers Morpheus. 🕶️

[@authorified89]

​@@JesseCohen coffee Morpheus: you want to take the dark roasted commercial bean or the light roasted specialty bean?

[@alexanderkupke920]

Before I ever get stuck in that rabbit hole, I will stick with some, not great, but enjoyable coffee (not the stuff the machine in the office makes. I wonder if the taste is more from the coffee, or from what I don´t even want to think about growing inside that machine after I stopped cleaning it because no one else did. Maybe a slight fungal note? Ok, I am lying, after I stoped cleaning it I never had a single other coffee from that machine.) And I like my everyday coffee. How do I know, I enjoy it, i don´t want to get rid of the taste immediately (I had coffee like that before as well Why not go for a better or even great coffee? Let´s be absolutely honest. During the day I am absolutely way to lazy to spend whatever time it takes to measure, grind, brew etc. a nicer cup of coffee. Not to mention that I would have to switch over to some more decent equipment. Would it possibly be worth it? I don´t know, I never tried. Because I fear that would be the entrance to said rabbit hole. Plus I am absolutely to lazy and scroogey to spend a lot of time and money for that. Possibly not knowing what I am missing out. Anyone else feels like that?

[@modapit]

there's nothing more interesting than listening to someone talk about something they're genuinely passionate about

[@hjewkes]

I may not know if I've had great coffee, but I do know I've had bad coffee.

[@benthomas7198]

If you don't know if you've had great coffee or not, you probably haven't. Once in a blue moon you get something ridiculous. Check out Wilton Benitez's stuff.

[@GuardTower]

after entering the hobby *i blame james* and dropped using the dripping machine and instant coffee. The tastes of coffee is now more pronouced for me when i 1st made coffee using a moka pot... overextracting is sososososo obvious ... but my mom who is not keen on coffee taste and just drinks coffee to wake up in the morning.. . it taste good for her.

[@Count_Smackula]

Bingo!

[@rtflone]

@@benthomas7198I was about to say that very thing

[@JohnHausser]

“They shall drink great coffee under the palm 🌴” 1 Corinthiens 18

[@stirfryjedi]

James, you're a class act for not including ANY sponsor peppered in here. I hope this video becomes more successful than your French press video, the world needs to see it.

[@daanfluit9257]

This is the most insanely beautiful way I have ever heard someone describe coffee, truly next level cinematography and a well composed speech from the heart. Truly perfect!

[@Ankit-ui5gy]

Well said! Made me realize I have been brewing and drinking good coffee sometimes undermined by suspicion that I might not be. Tomorrow's cup will be more special.

[@michaeldimmitt2188]

The coffee always tastes better on the other side of tomorrow…

[@BobiRobbi]

James you're making the world a better place by being yourself unapologetically - Thank you

[@offsideundo]

World class Steadycam, lighting cues and wireless teleprompter. As someone who worked in film and television for over 30 years, this piece is much beyond a fun gimmick. It's unimaginably difficult to pull this off and your team and you did it aparently flawlessly, resulting in an entertaining, informative work.

[@boulangerie5461]

What does a great KZbin video look like?

[@jmurray886]

As a demonstration of filmmaking technique and skill this is among the best I have seen

[@melindabarbi]

No teleprompter! BTS video just released

[@jamesd8458]

It is like the old Honda ad

[@jmurray886]

@@jamesd8458 Cog is probably my all-time favourite advert

[@getshotstudio]

As a wine nerd, and a wine teacher I can tell you all that this video transcends coffee. You could take out every utterance of ‘coffee’ and replace it with ‘wine’ and it would still hold perfectly true. No doubt it could be said of all gastronomic experiences. A succinct masterclass. Bravo.

[@dalepellerin]

And micro-brews too

[@DrPepperone]

If you said all this about wine you would have to go to rehab for alcoholism, you winonce

[@jeremy144713]

@@DrPepperone😂😂😂 dang this killed me

[@brentwalker8596]

Yep, good call.

[@odl21]

You go to bed in anticipation of the wine you’ll have for breakfast? Oh dear!

[@jjforcebreaker]

James, you're having way too much fun.

[@blackpete]

Wait, that's illegal..... Right?

[@ThirrinDiamond]

I demand more fun, more whimsy /lh

[@TotalTimoTime]

Leave some for the rest of us! >:(

[@joshuagies4900]

Thank you for this, a love letter to coffee, a love letter to moments of joy in this life.

[@mattseibert8588]

I dare anyone to watch this video then go back 7 years (I think it was that long) and watch the french press video. The quality of presentation, video, sound, editing, etc now is absolutely astonishing. James is the voice behind the content but, I'm sure he'd agree, the behind the scenes team that we don't see deserve just as much credit. Well done James Hoffmann and team. The way your content has morphed so quickly over the last 7 years is inspiring to many. Glad you've brought all 2M+ of us subscribers along on the journey 👏🏼

[@lgolem09l]

What do you mean, he did all this himself, he also played all the other people in this. He learned the cello just for this video.

[@mattseibert8588]

@@lgolem09l😂 oh yeah. What was I thinking.

[@bsodmike]

Indeed. This is next level. He had me with the barbershop quartet and the power tools. I didn’t expect his espresso grinding on a boat video though, or the bripe. He just keeps on making amazing content. True master at work. Kudos!!

[@terrylawrence4121]

@@lgolem09l 😄

[@FR-oz9px]

I’m literally sitting here, drinking a good cup of French press coffee made with the method he suggested back then. This day won’t get any better 😊.

[@MattGarnham1]

James Hoffman and interpretative dance wasn't on my 2024 bingo card

[@leonardo3399]

😂😂😂

[@BrianSantero]

Omg omg omg bingo!!

[@maximburgman]

I was a bit worried where he was going to take ‘mouth feel’ when the young man and woman approached…but it all resolved nicely.

[@silpheedTandy]

weirdly enough, the dancing helped me to understand the idea of mouthfeel!

[@patriciaschneider-zioga2500]

Can this video receive an award? It is brilliant. It is beautiful. It is informative. Describing its genius defies words.

[@hopegold883]

Streamies???

[@zanshibumi]

This is a real subject to explore. If there isn't an acady award for KZbin videos, I propose this one as candidate for the inauguration of the category.

[@missvidabom]

Only James Hoffmann could make a video about great coffee and have me crying at the end.

[@WaveformV1.0]

Yes good video but I suspect you must be somewhat an emotional person…

[@missvidabom]

@@WaveformV1.0Definitely an emotional person. It’s still a damn good video, though.

[@austinjenkins5533]

Came for the info, stayed for the cinema. Priceless.

[@rbrb7360]

Came for the info, left when the dancers started, found myself in the comments instead. They never disappoint!

[@RLJIM]

The excitement of going to bed knowing you can make a coffee in the morning hit the nail on the head for me, that's when you know you are drinking great coffee. Also the happy sadness when a cup finishes

[@cs5250]

Knowing you can do legal drugs in the

[@derekw104]

​@@cs5250i love legal drugs

[@aexetanius]

That captures the essence of truly enjoying coffee. It's not just about the caffeine, but the experience: the anticipation, the aroma, the ritual, and the moment of contentment with each sip. When your coffee brings you joy both before and after you drink it, you know you've found something special.

[@acompletespiral]

When you get that new bag and save the opening for the next morning...so nice

[@Luke-jo4to]

Bravo to every artist who aided in this production! 👏 ☕️

[@MrTimsfilms]

Agreed, this deserved a credits screen at the end

[@jolleyboy]

Thanks!

[@SebastianDix-hk3os]

Hoffman is not just a barista who likes coffee and has a channel, he is an artist and a person who genuinely wants me to be satisfied, I think

[@snazzy]

It’s great to know some people feel the same way about coffee that I feel about Diet Coke.

[@o00Starman00o]

Hi Quinn 👋 Seeing you here is like a crossover between the topics I nerd on haha

[@brentwalker8596]

That is concerning.

[@CraigfromOmaha]

Or even - dare I say it - Dr. Pepper. Truly the nectar of the gods!

[@Sorrowgrave]

Honestly if that's true, then it's great. I just think it's great to have a small joy of life you look forward to everyday !

[@arquloc0893]

You have a stray "diet" in that sentence dude

[@Imstevendotcom]

This staging and editing is next level. Feels like this could be an OK Go video! Also brilliant analogies.

[@myopiczeal]

According to James, there is no editing. All in camera.

[@NatSparky]

@@myopiczeal I'd love for that to be true but at 6:01 in the video, the violinist kind of pops into existence. If you go frame by frame (using , and . on your keyboard) you can see the few frames where she fades in from a brightly-lit background. Without some kind of prop visibly being removed or the unveiling of a mirror or something to that effect, I don't think this kind of effect is achievable without either a green screen or combining two shots in post-production :(

[@srscheide]

If Mr Rogers and Bill Nye had a child, who then became a coffee nerd, it would be James. Absolutely wonderful, sir. You and the entire production team deserve all the applause.

[@CalvinSpurgeonLewis]

Great comment! I’d say Mr Rogers and Alton Brown

[@IsuiGtz]

I'm seeing more Sagan myself.

[@jimmyrrpage]

This needs an Emmy. Or a Grammy. Something. It deserve all the accolades. Just... brilliant.

[@michaeldimmitt2188]

Maybe a Yummy

[@ChyDank]

Maybe a Granny

[@mgraham_Indiana]

Qualifies for an EGOT all in one video.

[@TheBRad704]

It deserves Something. Because I’m feeling feelings over a video about coffee.

[@kojimoto]

Or a coffee

[@jggimi]

Wow. I am in awe and cannot believe that was a single camera single shot. Yet it must have been. My brain is saying, "Hey! I was watching that JH video! I want more!" There's a little bit of sadness now that it's over. In all sincerity, this was astonishing.

[@Shredder2898]

There is some very well hidden cuts. Just before 2:42 with the apples and oranges on the scale for example.

[@jggimi]

@@Shredder2898 My brain didn't notice any of them. This was, simply, spectacular cinematography.

[@jameshoffmann]

there's no cuts.

[@machieltogo]

Just.. thank you @james. As somebody chasing the perfect cup of coffee every single day I now feel less alone and better understood. 😅

[@SewlockHolmes]

​@@jameshoffmann The West Wing would be so proud, what an incredible walk and talk! Is the whole choreography filmed somewhere, perhaps from an aerial view? I'd love to see the magic of choreography and stage crew!

[@quikkdraww]

I love the way this man is unafraid of creativity. Other creators wouldn’t dare risk the algorithm hit a video like this might cause. This was a beautiful work of art and I loved it.

[@MissBlackMetal]

This entire video, all the effort put into it, is pure art from pure passion. It's truly incredible to watch. I quite literally have tears in my eyes. THIS is my kind of art! How incredibly moving -- and he answered the question marvelously! Now I have a much better understanding of what "a great cup of coffee" is like -- it's an experience of art and passion: it's to experience with your senses the love for coffee that people have, through the cup they make for you. A symphony of flavors, a mural of smells, a troupe of sensations all balanced harmoniously in a cup. This is how I feel about tea -- and there's so much variety in tea! I had no idea this was possible in coffee. In just two videos (this one and the "roasting of coffee" one, prior to this), James has turned on my curiosity and sparked a thirst to experience all that coffee has to offer. What an incredible human being!

[@jthomas100tube]

One 7-minute take. Bravo. No doubt that something like 7 months' work preceded it; every moment had to have been brainstormed, thought through, planned, revised and refined - not unlike the lengthy journey of a coffee bean from field to roaster to filter. The decision to explain an elusive concept not by staring at it directly but by looking just a degree or two away, in the way that looking just a bit away from a dim star makes it visible to the eye, is a masterstroke.

[@eTiMaGo]

When I saw James' social posts about this, then saw it was "just" a 7-minute video, I thought it would be underwhelming and avoided it for a couple of days. Boy how wrong I was :D

[@Cetarum]

What an amazing production for this video

[@OddJob728]

Seriously

[@9jang]

Seriously

[@Marc42]

SRSLY

[@hshgf3410]

eriously

[@HandsomePuggg]

Seriously?

[@SebastianCristanchoYT]

Stop it right freaking now you are amazing what a phenomenal video! The planning this required, the one take, the lighting, the steadicam work, and your brilliant insight into coffee… this question you’re aiming to answer haunts me! Clearly like many others. What an honour and enjoy to live in this era of coffee with people like you pushing limits and having so much fun while you’re at it!

[@paulbarnett1461]

I just want to add: THIS is the video I will show to my friends who wonder why I take so much time and care over coffee. Very well done, thanks.

[@Walaby50]

This is so got damn good! The explenation and the production quality! I really wanna see a BTS video of this! A wide shot that covers the whole Studio.

[@jameshoffmann]

Coming next week!

[@SewlockHolmes]

​@@jameshoffmannMy dreams are coming true!

[@EvenTheDogAgrees]

@@jameshoffmann And the trailer? When's that gonna drop? 😂

[@SamsaSpoon]

Plot twist: This was the trailer. ​@@EvenTheDogAgrees

[@thickandthinking]

Maybe this is the trailer? ​@@EvenTheDogAgrees

[@loganpulsifer2649]

This might be the very best James Hoffman video ever made. Thank you for putting the words to what I’ve been trying to tell my friends for so many years. Brilliant.

[@pankace3296]

This one guy is making content with higher quality and production value than most stuff on TV. Absolute legend. James Hoffmann, you are one of the greatest youtube creators of all time and we are sincerely thankful.

[@willfowles3654]

I don’t think it’s “just one guy” to be fair.

[@cynthiaturrietta2640]

Two things I connected two: 1. The sadness of the end of a cup 2. The eagerness with which I go to sleep for the sole anticipation of good coffee. So I am not alone… 😂

[@eros8385]

I also felt a connection to these lines. There’s a coffee shop that like to frequent and those moments alone is what I get out of bed for.

[@SentientTeapot2444]

I think the thought of "ooh I'm going to go through my little moka pot ritual" wakes me up in the morning a lot more than the actual caffeine.

[@lukasassmann]

This is a question i have so often. And I regularly think to myself „i would love to spend an afternoon with James Hoffmann, talking about and drinking coffee he made“ to get a reference for what is considered really great coffee. And i think this is the closest one can get to this experience through a video. Thank you so much, James! Great video in every way, kudos to you and the whole team that made it possible!

[@fernandocardenaspiepereit4097]

Written & Directed by James Hoffmann - wow - this is a huge step up in quality. I was absolutely captivated the whole time!

[@zacharyboisson7965]

I'm not certain why but James Hoffman getting into a single bed with a slim lamp beside him seemed incredibly fitting. Awesome video and great production.

[@DbeeSapphire]

I loved the moment in the mouth feel dance when James interacted with the girl in the dance. Nonchalant and effortless. Perfect!

[@mrtspence]

A British Man in a sweater talking about coffee in excruciating detail from the great white beyond. Some great content.

[@-Devy-]

"talking about coffee in excruciating detail" What video were you watching? It clearly wasn't this one. Almost the whole thing was abstract musings.

[@mrtspence]

@@-Devy- My friend, he spent over 5 minutes just talking about coffee. For a normie, that's a lot of detail lol

[@jbobtorrey]

By far among creators, you have an attention to detail, precision, finesse, lack of heavy handedness, patience, quiet and gentleness that, among many many other qualities that I value in your videos, I truly love, and which are sorely lacking in most mainstream garbage that is popular on media feeds nowadays. I appreciate you and your content James and it's been a treat to watch your production quality grow and grow over time. Keep doing what your doing, and thanks for helping me explore coffee!

[@kemuelwong103]

I’m a choir/orchestra conductor and I been telling people the connection of music elements (like pitch, rhythm, articulation, dynamics) and coffee elements (aroma, flavour, acidity, sweetness, mouthfeel) in the past few months. I’m so happy to hear James talk about it here. Great balance and blend of all elements gives the overall impression of sound/cup quality. Off balance and blend makes certain elements too much at the forefront and either is detracting or even unpleasant. I hope this catches on more helping people appreciate specialty coffee the way it was intended and for professionals in all parts of the coffee chain to understand how to “tune” the elements to bring about harmonious blend and balance in a stable high quality memorable cup. ❤

[@devilmay]

I think this is my favorite video ive ever seen on youtube. More than any review any comedy skit or trailer or any in depth analysis. It was perfect im every way i can measure.

[@CineMiamParis]

And that is why there are coffee KZbinrs and then there is James Hoffmann.

[@dontkilImejay]

There are clearly no cuts here, this has fantastic composition. Thank you for that James.

[@slyfondle1885]

How do you explain the violinist materialising from thin air at 6:00?

[@fairsaa7975]

@@slyfondle1885 magic. duh.

[@TulloCs]

Camera pans slightly left after dark. Violinist at the edge of frame, takes a step in as it goes black. Two movements make it quick. Its not instant though, there is a delay on the violinist light for a reason. A moment to move, a moment to position and get ready to play.

[@papaosaomi]

​@@slyfondle1885James himself said it was one cut, please read reply from James above.

[@slyfondle1885]

@@papaosaomi He said there were "no cuts", which does not mean it was one one single shot with no digital compositing.

[@lucg4767]

absolutely blown away by the cinematography of a "simple" youtube video. what a synphony.

[@borbetomagus]

You might also enjoy Honda's 2003 commercial 'Cog'. Hopefully James has a follow up video and what inspired it.

[@juanpabloalvarez599]

Sorry I almost never post comments anywhere but this video.. oh dear. Its just perfection. The clarity of the explanation, the quality of the production and visuals, the tone of the voice, they all just combined as perfect as the flavors of the greatest cup of coffee. Thank you so very much for this.

[@jonathanlgill]

I was not expecting this level of cinematography. I can't imagine the level of planning that this took.

[@jamesdrummond7684]

they just released a BTS of this shoot, so now you don't have to.

[@benjamindbailey]

New Lore: James is the Santa Claus of the coffee world, receiving a large bag of letters from his followers, sitting next to a roaring fire, and giving out gifts to the lucky children of the world.

[@michaelfung4285]

And he gives burnt coffee beans to bad children

[@nemi-ru5318]

-to the lucky children of the world- *to the tired adults who desperately need caffeine*

[@paulblaauw]

Is he sipping bourbon for ten hours, like Nick Offerman?

[@MarketingGuy]

You forgot to mention his Bripe.

[@tccandler]

Coffee is now performance art.

[@headbangingidiot]

[laughs in latte art]

[@ximono]

Wasn't it always performance art?

[@asher8085]

Something about the way this video is filmed, the abstract cinematography of it all, combined with the tone of James’s voice and the way he uses metaphor and emotion to connect the dots between coffee and everyday life, genuinely almost had me tearing up. I’ve never had such a seemingly simple video like this evoke such a strong response out of me. Amazing work, James.

[@turkysanwtch]

Gosh I miss Hames Joffmann, he'd have a field day with this. Excellent video.

[@TodaySuckedBut]

He's been back for about a week now!

[@_mickmccarthy]

He's technically back (well, no longer blocked), so fingers crossed!

[@adamcnperi]

Funny story, I live in London and was out for a morning walk when I noticed a certain individual with coffee coloured specs and styled hair and I knew it was James, I don’t normally get star struck but I couldn’t control myself as I yelled out towards him “LEGEND!!!!” He acknowledged with a smile. Honestly one of the best (most embarrassing) days of my life!

[@CodyRockLee13]

Haha. As long as boundaries are respected, it's fun for the celebrity and the fan (I hope, anyway).

[@aegisrheo4410]

Honestly, if i was to meet James in a random place, i would do that too

[@TheWhiteDragon3]

A masterclass of how to answer a question without actually answering the question while also telling us everything we want to know.

[@brettallenthomas]

Not sure if KZbin has "Best Cinematography" awards.. but I'd vote for this video in an instant...

[@wezz27]

I need a behind the scenes for this video. Absolutely fantastic work. BRAVO~!

[@engineering8336]

Seconded that! You'll notice in the credits there is a BTS Videographer credited, so I am sure they are currently busy on a BTS video ! 🤞fingers crossed!

[@Koroto]

I NEED to know how this video was made, because man... this is the most buttery smooth "overthinking" type rabbit hole I have seen put to video.

[@LeeeHack]

+1 for a behind the scenes for this video (like we got with the coffee commercial), would be fun to learn how it was accomplished. Also I love how the violinist appears right from thin air at 6:02 ;)

[@arnienz1962]

Just good directorship with cuts at the right time to make you think it's a single take :)

[@GreybeardLab]

Someone has been attending film school on the sotto voce. Outstanding creativity, high production values, well scripted, and several nods to film classics. To my eyes the blank void white set is a tribute to the architect scene in the first matrix film. Bravo

[@sleepsmilemusic]

James, you would make a perfect book narrator. You've have the warmest and coziest voice i have ever heard!

[@trieuwerts]

Why is there vsauce in my James Hoffmann?

[@felio_]

I can hear him go "Hey Vsauce, Michael here. Coffee is just dirty bean water, but what is a bean..." or something as weird.

[@bosstowndynamics5488]

​@shiniyIn this context, Vsauce sounds like a shady new food additive lol

[@ikemeitz5287]

@@jammysmears4077 Give credit where credit's due, just about all educational content on youtube owes a lot to Vsauce.

[@MelindaGreen]

@shiniy Made in a facility that also makes Vsauce

[@Wonderfulworld69]

I was waiting for Michael to scare jump me because of this comment.

[@MalcolmFCross]

There are elements in all this, around the blurriness, the awareness, the enjoyment, that go so far beyond coffee and into the appreciation of art and life and experiencing things. This is life wisdom in a very broad way, applied to the specific realm of coffee. Really good.

[@ursidaegames7605]

After watching this, I now want James to narrate the Stanley Parable

[@craigbryant9925]

Like a great cup of coffee, this production left me wanting more. This is getting saved to watch again and again. I'm quite comfortable saying that this is possibly the best thing I have watched on KZbin, at very least for this year.

[@DavidGasperoni]

The premise of the video, the question "is this actually good coffee?" or variants like "is this how it's supposed to taste?" have been going through my head so many times when brewing and drinking coffee since discovering this channel in mid 2020. Taking part in the second World's Largest Coffee Tasting opened my senses to the flavors in coffee, I'm so grateful for the incredible experience! Seeing the channel grow and shift focus throughout the years has been very rewarding, and meeting James in Madrid earlier this year was a little bit of a culmination of the travel I've been on. Thanks James, keep it going!

[@AlanSteinberger]

Everything about this remarkable production was stunning, but special kudos to the lighting director.

[@SirRockie]

The fact that this is a one take production is absolutely wild. Top class from James and the team

[@LeeeHack]

I spotted at least 2 transitions (or at least they looked like'em), but indeed very smooth. Still I don't think it was a Tom Scott level "One take".

[@charlescole-p9v]

I've been chasing this idea for 69 years, since I was 8 yrs old. 16 years ago I started roasting my own green beans, which was a HUGE improvement. This month, after saving for a really long time, I will be purchasing an ECM Synchonika with flow control hoping to improve it just that last notch to coffee nirvana. I also have an excellent grinder.

[@BambooCoffin]

Oooh, I like. It's like an essay on artistic appreciation. It's a brave and bold thing to do. Chapeau!

[@treyrees9153]

I love how you introduced the topic of an abstract question and then walked around a very abstract set, with visuals to enhance your speaking points

[@gplayinggames]

Shoutout to the crew on this one. One single shot! Amazing!

[@Mel-95]

I've done corporate video production, and I have to say: your performance was FANTASTIC. Saying the lines...gesturing...moving through the set as you talked, Well done. I haven't found my wonderful cup of coffee yet, so I will stick with you on the journey. Again, well done.

[@Guijcm]

This video is a masterpiece. If it was actually shot in one single take, it's a feat of production. This deserves some kind of accolade; I'm sure it'll end up being a classic, it's just incredible.

[@mattscarf]

It’s OK Go level. I wonder how many takes it, erm, took?

[@evanjacoby7805]

@@mattscarf looks to me like three shots - a very seamless cut during the pan-down on the scale, and then the solo violinist shot separately composited in at the end. It's possible that she was in the same frame as James and was just composited out at first, but if that were the case she'd probably blend in a little smoother. It's also possible there was no cut on the scale, but I think the whole point of that was to allow for a cut before the most visibly difficult part of the choreography. But pretentious film-speak aside - I agree completely! I was so distracted by how good it was that I had to watch the video again without looking in order to hear him. My first watch through I was going frame by frame looking for a poorly keyed strand of hair or something... but nope - no digital foolery. Just really solid tracking, acting, prep, and lighting. Ridiculously good video.

[@maksymilianszypowski4665]

@@evanjacoby7805 James replied in comments and said it was one take which makes it even more incredible

[@FranciscoRamirezAraya]

@@evanjacoby7805 there's definitely a cut when it goes to black and white, and I'm thinking the same regarding the scales

[@brentroman]

This was wonderful. James Hoffmann does an homage to "Russian Arc" with coffee. This must have been a challenge to make; no cuts- everything had to be memorized and well executed and had to be expressed in a way to continually keep your attention. I applauded out loud at the end of this. Awesome job.

[@Emily-hd9sm]

You know, I imagine that videos like these, while deservedly praised, probably aren't as profitable as others like reviews, for instance. But I so love that you and your team go to such great lengths to make them James! So much thought, effort, time, and talent in this video

[@developingtank]

You went so in on this video. Absolutely love to see this level of detail and craft on KZbin and when it’s about a subject so near and dear to our hearts as coffee… it’s that much better.

[@ElvenSpellmaker]

_"James is getting a bit pretentious in this way of explaining, I'd half expect interpretive dance nex-"_ *dancers appear* LOL, never change James. XD

[@DrDildus]

Nice to see James bidding for a short film Oscar nom!

[@robertherz5820]

Agree - how do we get him nominated? 🤔

[@lkj974]

@@robertherz5820 do what everyone else does, buy ads in the cinema trade magazines. If trade magazines exist anymore.

[@nicksutton6373]

Ask Brad 🤣

[@MelindaGreen]

I'm sure there's a purpose. Just no idea what yet.

[@vigilantcosmicpenguin8721]

I bet we could all pitch in for a "for your consideration" billboard.

[@anonymusmuggle]

This. I came for coffee nerd stuff, but witnessed art. And I MEAN it. Hats off to James' narration, the orchestral pair, the silent dancing pair, the camera movement, the design... This was a visual, auditory, all-around sensory unique art experience. You actually managed to show how great coffee (everything great, really) should feel like. ❤️

[@MikeThePole]

This is not just a video about coffee. This is life advice, and boy, is it good. Thank you James for this wonderful short journey.

[@lisastoll7729]

I just love how James Hoffmann celebrates his weirdness. Everybody can learn from him. Great job, James!

[@jasontaycs7195]

How many backstage ninjas were there to move all the props around? AMAZING! Love this!

[@heyramineni]

Absolutely wonderful transitions. Thank you James and the entire team that made this video possible.

[@QuantumKurator]

KZbin needs to create an award for this level of creativity!

[@SnaxMuppet]

Absolutely love the new presentation style. Excellent. I have taken a "journey" with James Hoffmann from when I discovered this channel. I thought I liked coffee, which was mostly instant, until I discovered there was more to it, more to discover. Now I just enjoy great coffee with variations I didn't know existed. I have a hand grinder and a V60 and Aeropress and my wife thinks I am crazy (for that and a whole bunch of other reasons I won't go into now). Thank you James Hoffmann for bringing your experience, ideas and excellent teaching and presentation skills to help me explore the world of great coffee.

[@satvikshah8643]

2 years ago i decided to buy the flair neo and the cheapest of all hand grinders, the Hario hand grinder. 1 year later i upgraded to the Baratza Sette 270. This journey was fueled by countless hourse of Hoffman videos describing coffee and how to brew it. My journey started from Espresso and today i absolutely adore a Medium Light roast Pourover. I think its the greatest drink that mankind has created. Its all thanks to James and his passion for greatness in every cup.

[@Caffeine_And_Seawater]

The sadness and emotion was something I really relate to in my coffee. The excitement of my morning and mid afternoon cup, and the sadness that I wish it was a bigger cup, but knowing that if it was bigger, the enjoyment of it would decrease due to the intensity of it

[@tyoung7528]

What a truly wonderful essay on our favorite beverage. I make an Americano for my wife every morning; she is always sad…when the cup is empty; she goes to bed dreaming of (among other things) the next morning’s espresso-Now ain’t that a coincidence? Thanks Mr Hoffman! Brew in Beauty!